So, you’re thinking about selling physical products, or you’re exploring what it would take to turn an idea into a real business. You might already know what you want to sell, but packaging is often where uncertainty creeps in. It’s easy to treat packaging as a purely aesthetic decision when, in reality, it affects cost, logistics, customer experience, and long-term growth.
For example, if you decide to enter the cosmetics industry, there are plenty of practical considerations to think through before launching your cosmetic line — from sourcing and compliance to positioning and pricing. Packaging is one of those early decisions that can either support or complicate everything that follows. It could even end up being one of the factors that prevent your cosmetic business from growth, which is why it’s important to be clear about what you need to consider before starting the cosmetic line, even if cosmetics are just one of several product-based paths you are exploring.
The same applies when thinking about growth. Across product businesses, there are common factors that prevent brands from expanding smoothly. Continuing with the cosmetic line example, many of the issues that stop cosmetic brands from scaling are tied to packaging decisions — from cost inefficiencies to sustainability concerns and supply limitations. What feels manageable at the start can quickly become restrictive as demand increases.
So how do you choose packaging that supports both your product and your future plans? By understanding where brands most commonly go wrong. Keep reading to explore the most common packaging mistakes — and how to avoid baking them into your business from the start.
Oversized Packages
Once you have your products in mind, it’s time to start thinking of ideas for the packaging. A typical mistake is oversizing the box or envelope compared to the size of the product. Use your best judgment when selecting the package that you want to ship the product in.
You’ll want to make sure the package you’re using will protect the product and safely get it to the customer. In another case, if there is too much packaging or excessive packing material, this might sway the consumer to another brand. You never want to make it a chore to open the product.
Missing Brand Identity and Unattractive Packaging
When a customer receives your product, you will want them to know where it came from! A plain package with little attention to detail will come off as dull and an uneventful experience. The goal of packaging your product is to create an experience with your consumer. You want your customers to enjoy opening your product, thus leading to more sales and recommendations.
The excitement of hitting the buy button does not stop there, and you want to continue with that excitement through the process of receiving and opening the product! A fun way to spruce up your package is with a custom ribbon. You can even put your brand logo on the ribbon and tie it around the package for a nice pristine look.
Lack of Labels or Instructions
In this next suggestion, keep in mind the type of product you are selling. Often, items come in the mail with no instructions on how to care for them. Now, this will depend on whether your product is intricate or not.
For example, if you’re selling homegrown plants, it’s probably a good idea to include a piece of paper or card with care instructions. Labels and instructions leave no confusion for the customer and will help them take care of the product the way it is intended. It’s also important to establish what is what if the customer purchases multiple products.
Unsustainable Packaging
Lastly, there has been a shift towards sustainable shipping material. This goes hand in hand with over-packaging. If the customer feels like their product came in excessive packaging, they might not return to purchase more.
On another note, keeping your packaging environmentally friendly is a win-win for everyone! The customer will appreciate the thought put into it, and the Earth will thank you!
Choosing the proper packaging for your business might sound daunting, but don’t let that intimidate you from creating something unique. Keep these common mistakes to avoid when packaging your products in mind when you’re starting. Remember, the goal is to impress the customer and keep them coming back for more. Always keep your brand and its mission at the forefront when creating the perfect packaging for your new business!
